Google is going all in into programmatic simplifying all ad products
Google is merging and simplifying all ad products. In July, Google will rename Adwords to Google Ads. Google Ads is Google’s entry platform into online advertising.
Google ad products are becoming more complicated every day due to the innovations on the publisher side. Adwords, initially a platform to buy search ads, today allows advertisers to buy not only search but also display and youtube ads.
With Google Ads, advertisers can have access to display ads, video ads, search ads, analytics, data studio, optimize, surveys and to the tag manager. But all these products have limitations, and lack of integrations that push advertisers to move into the Google Marketing Platform (former Doubleclick). Advertisers with big budgets will go to a more complex platform: Google Marketing Platform.
Doubleclick is now Google Marketing Platform
Google Marketing Platform (former Doubleclick Digital Marketing) is where advertisers can buy display ads, search ads, audio ads, video ads, native ads, connected tv ads, out-of-home ads, and with integrations with unlimited data capabilities of Google, plus multiple integrations between the buying products (Display & Video 360 and Search Ads 360) and the analytics products (Analytics 360, Data Studio 360, Optimize 360, Surveys 360, and Tag Manager 360). On Google Marketing Platform, Google is killing the DCM (adserver), and DRM (studio/DCO), integrating them on the Display & Video 360. By sunset the adserver as an isolated product, Google is giving the direction to advertisers: buy everything programmatically. In the adserver, advertisers are hosting creatives and sending them to the publishers.
DFP and AdX are now Google Ad Manager
For publishers, the course is the same. Before Google had two products, one for hosting the ads (adserver called DFP) and another for the real-time bidding (RTB) auctions (Doubleclick Ad Exchange). Google is now merging these two products in one called Google Ad Manager.
Google says “with people accessing content on multiple screens, and with advertisers’ growing demand for programmatic access, publishers need to be able to manage their businesses more simply and efficiently.”
More details will be announced by Google, on July 10, in the Google Marketing Live.